Click to buy: how will we buy watches in 2026?
A recent report highlights a notable disparity in the watch market, revealing that while 29% of watch sales occur online, the premium and ultra-luxury segments see only 10 to 15% of sales through digital channels. The high-end watch industry has traditionally resisted online sales, believing that luxury products require a personalized purchasing experience. However, shifting consumer attitudes, especially among younger generations who prefer online shopping, suggest that brands must adapt or risk being seen as outdated. As auction houses increasingly sell watches online and more luxury brands begin to allow online retail through authorized retailers, the industry is slowly changing. Although the luxury watch sector has historically been cautious about embracing e-commerce, there is evidence that online sales can significantly benefit brands by expanding reach and reducing costs. Some companies are now exploring innovative online experiences, such as virtual reality showrooms and augmented reality viewers, while others like Omega successfully manage a balance between physical stores and their own e-commerce platforms, indicating a growing acceptance of digital transactions in the luxury market.
